In today’s digital and “always-on” world, customers expect retailers to anticipated and meet their needs in real time. Activation events allow brands to create the experiences necessary to win the right audience, bring traffic in-store, and introduce new merchandise. These events draw customers out of their homes and therefore cannot be replicated online. The resulting in-store traffic is amplified by participants sharing their experiences online and laying down enticing optics for future in-store customers.
Brand-activation events (sometimes called experiential marketing) have been used by large brands and scrappy startups to attract users and to get attention on social networks. While still a relatively new marketing channel, events can be extremely effective at delivering both in-store traffic and online accolades.